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The Definitive Guide to Marketing Analytics and Metrics (Collection) by David Reibstein, Phillip E. Pfeifer, Neil Bendle, Ronald T. Wilcox, Paul Farris, Rajkumar Venkatesan, Cesar Brea

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16. Transformation of Marketing at the Ohio Art Company

Transformation of Marketing at the Ohio Art Company (A)

The Ohio Art Company—among America’s oldest toymakers—was headquartered in Bryan, Ohio, a small town in the northwest part of the state. Although Ohio Art made over 50 toy varieties including dolls and water toys, its flagship product was a drawing toy it had been selling for more than 52 years: the Etch A Sketch (EAS). In that time, over 100 million units had been sold to consumers in dozens of countries. Ohio Art’s slogan, “Making Creativity Fun,” demonstrated the company’s commitment to arts and crafts products. Although most of its sales came from its toy business, Ohio Art also produced and sold custom metal lithography, which ...

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